Anyone who has played basketball alone on their driveway has imagined putting up the winning shot, in the dying seconds of the game. The best players in the NBA are no different. This campaign is an intimate look at some of the NBA's best as they imagine this fantasy scenario, right before the chance to live it for real: the NBA Playoffs.
ESPN: Soccer Power Index (SPi)
This is not an advertising idea.
Over a year before the 2010 FIFA World Cup, ESPN wanted to prove to fans that they were serious about soccer. So we took on the one thing we know ALL soccer fans mistrust: the FIFA World Rankings. They're old and outdated and only count international results. And we knew, from a fan's POV, there's more to it than that. So we developed the Soccer Power Index (SPi) - the world’s first ranking system that evaluates teams based on how the players on the team perform overall - for club and country. Giving fans a real-time reflection of how their team is looking based on how their players are performing.
It's more of an editorial idea than an advertising idea, which is why ESPN's editorial team loved it, and still uses it today. Well, that and we recruited statistician genius Nate Silver (fivethirtyeight.com, Baseball Prospectus), to write the algorithm, make it work and ultimately bring the idea to life.
Soccer Power Index (SPi)
Sharp AQUOS has arguably the best picture quality of any LCD-TV. At least it did when we made this spot about a frustrated golfer who gets help from people trying to direct him towards his lost ball, while watching on an AQUOS.
New York's history is the game's history. That's not brash NY attitude talking -- that's fact. And this campaign reminded New Yorkers of that fact - with plenty of NY attitude - just before one chapter in baseball history was coming to an end: the final All Star game at the old Yankee Stadium.
What do you love about NY?
To reinvigorate tourism in NY State, we took away the iconic "I heart NY" symbol and allowed people to show us what they "love" about NY instead. We created TV, a microsite, street teams a microsite and more. Launched by Governor Cuomo himself in Albany, and promoted outside NBC's The Today Show, the campaign got the attention it deserved.
NY Tourism - TV1
NY Tourism - TV2
MTV select works
I got my MTV
I fulfilled a childhood dream and worked at MTV. I did a lot of weird stuff. Went to a lot of parties. Had a meeting with Mike Judge. Made eye contact with Drew Barrymore. And in the end, did some good work. This is some of that work.
Red Cross "Stuff"
Don't just give stuff
The holiday season is the time of the year when we show how much we care by giving gifts to the people in our lives. Sometimes it's stuff they need. Sometimes it's stuff they want. Sometimes, it's just stuff. This year, we wanted to encourage people to take a break form all the "stuff" we give during the holidays, and give something that means something.
ESPN the Magazine
We all have the heroes we love and aspire to be around. They are a reflection of our passions and who we are. In this campaign we showed fans how to take their pride and passion to the next level.
NIKE: Road to Boom
When you want to tell the story of one of the greatest young hockey players to take the ice since Gretzky, a :30 second TV spot won't cut it. And when you want to shoot short documentary profile pieces, you can't do much better than Sean Dunne. So we asked Sean to help us tell the story of the young Canadian phenom Steven Stamkos, as part of the Nike "Boom" campaign. Each piece explores a different "Boom" moment in Stevens career - those moments you train your ass off for, and when the moment is right...."Boom"...they happen.
Steven Stamkos: Road to Boom, Part I
Steven Stamkos: Road to Boom, Part II
Steven Stamkos: Road to Boom, Part III
American Express Platinum
Amex wanted to reinvent Platinum to reach a new, younger audience. So we leaned into the heritage as the original travel card, but with a new, modern aesthetic to reflect the new benefits and message. This isn't your dad's Platinum anymore. It's a card for the adventurous, youthful traveler that wants to get out there, and join the world.